摘要
针对现实中平台企业竞争及用户流失问题,构建嵌入慷慨策略的双边平台动态竞争模型,探讨不同质量平台实施慷慨策略对平台市场竞争的影响及作用机理.结果表明,实施慷慨策略显著提高平台竞争力,而且随着慷慨系数增加优势越明显,高质量平台实施慷慨策略的效果好于低质量平台;慷慨策略的作用机理在于改变平台服务质量、交叉网络效应、消费者预期发挥决定性作用的范围;低质量平台可通过实施慷慨策略改变不利局面甚至取得市场主导地位.研究结论为平台管理者制定和实施慷慨策略提供理论依据和实践启示.
In order to solve the problem that platforms lose customers in competitions, this paper establishes a two-sided dynamic competition model embedded with generosity strategy. The mechanism how generosity strategy used by platforms of different qualities can affect platforms competition is discussed. The results show that implementing generosity strategy can improve platform competitiveness, and the improvement increases with the generosity coefficients. The effect of generosity strategy implemented by high quality platform is better than that implemented by low quality platform. The mechanism of generosity strategy is that it changes platform service quality, the cross-network effect, and the effect of consumer expectation. Low quality platform can reduce its disadvantages or even obtain market dominance by implementing generosity strategy. This paper provides some theoretical basis and practical guidance for platform managers in developing and implementing generosity strategy.
作者
段文奇
余俊平
Duan Wenqi;Yu Junping(College of Economics and Management,Zhejiang Normal University,Jinhua 321004,China)
出处
《系统工程学报》
CSCD
北大核心
2019年第5期700-708,720,共10页
Journal of Systems Engineering
基金
国家自然基金资助项目(71271193)
浙江省自然基金重点资助项目(LZ14G010001)
关键词
慷慨策略
双边平台
交叉网络效应
平台服务质量
generosity strategy
two-sided platform
cross network effect
platform service quality
